The in-depth research reveals how chefs and operators can meet the demands of consumers, with a particular focus on Gen Z to keep their businesses relevant, drive footfall and unlock spend.
The report highlights that Gen Z, who eat out more than any other generation, aren’t just another demographic. The report suggests they are increasingly economically powerful trendsetters, craving exciting dining experiences that are personalised, globally inspired and shareable.
Gen Z are the only generation where a majority say they eat out at least once a week, with over 25% eating out multiple times a week. One in ten only go to restaurants where they have the ability to customise their dishes.
The report also found 77% of Gen Z are more attracted to restaurants with adventurous global cuisine, 62% say they are likely to return to a restaurant that features modern takes on food from around the world and 26% would be less likely to return to a restaurant that only serves British cuisine.
Unilever Food Solutions found Gen Z ‘can be menu rejectors’ and their preferences need to be the front of mind for operators to win. The four key trends include:
- Borderless Cuisine - globalisation and migration are blending diverse food traditions as chefs honour their multicultural origins, a trend that’s driven by our increasingly migratory world.
- Street Food Couture - traditional street foods are being elevated to gourmet offerings with chef expertise in every food service channel, including fine dining - Gen Z is a major driver of this trend.
- Diner Designed - growing demand for personalised and immersive dining experiences and value-added experiences is driving this trend.
- Modernised Comfort Food - diners seeking foods that are deeply nourishing for the soul, covering everything from nostalgic dishes that feel comforting and safe, to recipes familiar to chef heritage and regional classics.
Colin Butler, managing director at Unilever Food Solutions, said: “We understand the many headwinds and challenges operators of all sizes are facing right now. Trade body UKHospitality has stated that the changes in the 2025 Budget will cost hospitality businesses £3.4bn, so our latest Future Menus report could not be more timely or relevant.
“Future Menus is Unilever Food Solutions’ annual deep dive into the key trends that are reshaping menus worldwide, featuring unrivalled in-depth global market research and culinary insights. It’s a critical tool for chefs and operators to help spark culinary creativity, drive innovation, and create relevant, memorable dining experiences for customers that unlock spend and drive loyalty.”